With 'spring forward' here, Q2 is close behind, which means it's time for spring cleaning, looking ahead and staying on top of marketing news. Luckily, we've got you covered. This week we'll chat all things OOH, the power of genre-bending and Amazon's 'maybe' program to win in a post-cookie world.
So let's get you up to speed — here's everything you need to know now within the marketing + creative space.
Consider this newsletter a resource for marketers and creatives, by marketers and creatives. Enjoy!
Genre-Bending and what it means for marketers
Social is an endless scroll. Where to stop? Here we analyze relevant moments, cultural trends and the marketing geniuses behind it all.
Genre-bending — a term most associate with books, movies or art, but it can also be applied to (you guessed it), marketing.So, what is genre-bending? Any piece of media that exists across genres or combines elements of multiple genres — defying traditionally established genre distinctions.
So what should marketers know about genre-bending — and how should they consider it when building strategy and telling stories? Let's break it down.
A Strategy for Broader Audience Appeal
The most obvious benefit of considering genre-bending in strategy is broader audience appeal. How can genre-bending be applied to appeal to a broader audience? To dig into the details, let's look at the power of using the principles of genre-bending when planning for digital ads. When it comes to applying this strategy there are two primary avenues to consider:
1) Targeting broader audiences through genre-bending messaging within an ad itself.
Naturally, as marketers, we often put our content or messaging into neatly defined categories — i.e. this ad is for education, this ad is for entertainment, etc. But sometimes, an ad can pack a broader punch when lines are blurred. For example, 'edutainment' is a popular genre-bending category that many brands have seen massive success with.
2) Targeting broader audiences by strategically placing an ad on a genre-bending channel.
When an ad itself doesn't need to genre bend, considering the principles of genre-bending can be powerful when thinking through ad placement. A genre-bending channel to consider? Podcasts. Currently, the podcasts that are topping the charts tend to naturally genre bend and can be the perfect channel to place an ad to reach a broader audience.
A Powerful (+ Intentional) Storytelling Tool
We've said it once and we'll say it again, intentional brand storytelling is important in a very competitive attention economy. Considering genre-bending when it comes to storytelling gives you more space to push creative boundaries and build engaging stories — whether a larger brand story or an individual campaign.
How have we seen genre-bending applied in campaign storytelling? In everything from a simple application like a DITL-style TikTok video used to educate about a product, to a robust application like a partnership activation, used to tell a story that both builds consumer trust and introduces a brand to a new audience. Without the boundaries of strict genre distinctions, brands have more opportunities to stand out through powerful (+ strategic) storytelling.
Ultimately, there's no wrong way to consider genre-bending. Whether using a clear genre-bending strategy for advertising or going more abstract with a campaign narrative, this new form of marketing is just getting started.
All About out of home
Out of home marketing (OOH) has long been a tactic used by marketers and creatives in all niches and categories. Over the last decade, many have turned their focus to digital, seeing OOH as obsolete in a mobile-first world. Recently, however, brands have been bringing back OOH in a big way, with fresh perspectives and approaches. Why are brands coming back around to this classic channel? Let's break it down.
Increase Brand Recall (in a Packed Attention Economy)
We know, we can't stop talking about the attention economy — but it's important. Strong brand recall is critical, and no channel enforces it quite like OOH. Why? While consumers are faced with a flood of digital content that can easily be scrolled through, OOH campaigns are omnipresent. Of course, OOH campaigns tend to be eye-catching, but even more importantly, they exist as a natural part of consumers' everyday routines — e.g. their commute to work, their walk to lunch — completely bypassing marketers' usual worst enemy: the mindless scroll.
Strategically Supplement Multi-Channel Campaigns
OOH placements are a powerful trust-builder when wrapped in with a larger multi-channel campaign. Aside from a lack of attention, a massive downside of the sheer volume of digital content consumers view daily? Growing uncertainty when it comes to information sources — i.e. consumers don't know what content contains reliable info. OOH campaigns come from a clear source — a brand — and aren't battling that lack of reliability that can occur with digital content.
Activate Community
With modern technology, OOH campaigns can be interactive. Whether a digital poster or flash pop-up, campaigns that encourage community interaction build trust and solidify loyalty — who doesn't want that?
Overall, when it comes to OOH, there are a lot of opportunities for brand awareness, trust and community — making it a channel you can't ignore.
Marketing Wins we <3
Who doesn’t love a marketing win? Below are recent marketing moments we couldn’t help but share — and their main takeaways.
Poppi Expands Reach With 7-Eleven Partnership
In recent weeks, Poppi launched a 16 oz soda can with a strategic retail partner that many didn't expect: 7-Eleven. While Poppi's current demo is primarily women interested in the health benefits of the drink, this year Poppi has shifted their approach, positioning themselves as a soda (not a health drink) and adjusting their target demo to well, everyone. Partnering with 7-Eleven was a big step towards realizing that vision — and we can't wait to see where they go next.
💡 Takeaway: Look for opportunities outside of your current demo. Of course, speaking to your core audience is key, but ignoring others who may resonate with your product hinders growth.
This BÉIS Pop-up Faces Customer Complaints Head On
Though BÉIS luggage is incredibly popular, one common complaint? It easily scuffs and shows wear post-travel. With this in mind, BÉIS decided to address the qualm head-on and offer a solution: a car wash-style luggage wash pop-up, free to BÉIS product owners.
💡 Takeaway: Address challenges head-on. Though it can be tempting to hide the hard stuff, addressing customer complaints and offering a solution builds trust.
Gap Launches 'Linen Moves' Campaign with Tyla
Last week, Gap launched a Y2K-inspired campaign and collection featuring Tyla — in hopes of sharing that linen is the new canvas for original style. The spot brought Gap back to their roots, emulating iconic Gap ads from the 90s and early 2000s, while remaining current by highlighting rising star Tyla's immaculate style.
💡 Takeaway: Sometimes, looking back helps you look forward. Bringing a modern twist to a concept that has previously resonated with your audience can result in the perfect combination of nostalgia and modern relevance.
Marketing Jargon
In marketing, it feels like there's a new term being thrown around every day. We've got you! Here are a few you should have on your radar (and mention in your next meeting).
ID++: An unconfirmed program Amazon is (quietly) working on as a data solution to win in the post-cookie world.
Ambient Computing: Also known as ubiquitous computing, ambient computing is the integration of tech and AI into our everyday lives to automate tasks. What does it mean for marketers? Potential ease of data capture and analysis — among other things.
Loyalty Programs: A strategy used to encourage customers to become (or continue to be) repeat customers. Common loyalty programs include rewards, points, discounts and insider perks.
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That wraps issue no. 17 of The Breef POV! Keep an eye on your inbox for the next edition. In the meantime, browse more on The Breefing Room.
